Nestle has dropped an ad slogan after critics claimed it encouraged poor nutritional habits in children. The company said it will no longer use an advertising slogan for its Nesquik brand and will concentrate efforts on reducing sugar in its products after the Advertising Standards Authority (ASA) decided its statement that Nesquik Hot Chocolate is a ‘great start to the day’ encouraged poor nutritional habits in children.

The ad in question appeared on Asda super market’s own brand milk labels and showed the price of the Nesquik product at the supermarket chain as well as an image of the Nesquik bunny stirring a cup of hot chocolate. The Sustain Alliance for Better Food and Farming, which runs the Children’s Food Campaign, challenged whether the ad, in particular the child-friendly equity brand character and the claim ‘for a great start to the day’, encourage poor nutritional habits in children.

This story first appeared in the blog, The Sport Intern. The editor is Karl-Heinz Huba of Lorsch, Germany. He can be reached at ISMG@aol.com. The article is reprinted here with permission of Huba.

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